Identifying factors influencing the successful experience management of generation Z customers in electronic banking (case study: Tejarat Bank)

In the current century, the IT sector has become one of the most interesting sectors to study due to its dynamic nature, especially with the changing needs of the banking sector. On the other hand, customer retention is one of the major challenges of banks. Therefore, developing effective methods to retain existing customers is essential for any bank. Therefore, in line with the importance of this issue; The purpose of this research is to identify the factors influencing the successful experience management of generation Z customers in the electronic banking of Tejarat Bank. The current research is qualitative and was conducted using thematic analysis method. The statistical population of the research is elites in the field of banking and customer relationship management, 12 people were selected by the purposeful sampling method, and the adequacy of the sample size was done based on information saturation in semi-structured interview, thematic analysis. The content of the collected materials was coded and the conceptual-content subgroups of factors influencing the successful experience management of Generation Z customers were identified, and after the analysis and coding of all the interviews, the extracted codes and themes were provided to relevant professors who were outside the research. To match labels with textual units, themes and conceptual clusters. Results Based on the findings, by analyzing and reviewing the interviews, 9 concepts under the title of causal conditions were extracted from the received codes, which include software facilities, individual factors, customer perception of the service system, online facilities and facilities, service access platform, previous customer experience. , quality of online services, variety of online services, easy access.